Brand Positioning

Positioning and repositioning a brand

Brand Positioning

Vicki Loomes, Admap, July/August 2015

This short article argues that brands need to move away from trying to be 'human', and instead look to be 'enlightened'.

Kate Cox, Admap, July/August 2015

This articles argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

Richard Shotton and Aidan O'Callaghan, Admap, July/August 2015

This article argues that there is no single secret to sustained business success, and there is no proof that 'brand purpose' delivers growth.

Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at how brands can achieve and measure cultural relevance, an important consideration for a business like Diageo, whose brands do not offer functionally different benefits.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how newspaper USA Today underwent a redesign to make it stand out amidst a sea of competitors.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Moet Hennessy USA revived sales of its Hennessy cognac in an increasingly competitive spirits market.

Stephen Whiteside, Event Reports, ClickZ, April 2015

This event report shows how Playboy, the men's magazine and online publisher, drove huge growth in its digital traffic - especially among millennials - by adopting a "safe for work" policy on the web.

Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Cornetto, the ice cream brand, created a global campaign to target teenagers, and then adapted it locally to build relevance.

Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report outlines how the Guardian, the London-based print and online news provider, is adopting a challenger brand mentality to progress in the US.



How to position effectively

Tips, reminders and recommended reading


Create brand appeal

Implicit marketing and repositioning brands


Brand positioning statements

A practical how-to guide for marketers


NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium